Online shopping: How fashion brands can push buyers from cart to wallet

A new report shows that fashion brands can stop consumers from dropping out of online shopping aisles by focusing sharply on their mobile experience

Friction in the aisles can lead to millions of rupees lost in potential sales online says a new report that urges brands to turn the spotlight on the mobile experience being offered to consumers. 

According to the Zero Friction Future Report on the Indian fashion industry from Facebook, based on a study by KPMG and Nielsen, apparel and accessories brands across the spectrum — be it from traditional brick-and-mortar companies or new digital marketplaces — are losing out potentially on $5-$9 billion worth of sales because consumers are not going down the entire length of the purchase pathway online. 

To fix this,